Question

To ask the Secretary of State for Digital, Culture, Media and Sport, what steps she is taking to promote the West Midland’s cultural and heritage assets overseas to attract tourists.

DCMS recognises the important role that the West Midlands’ cultural and heritage assets play in attracting international visitors and supporting regional economic growth. The region continues to benefit from VisitBritain's global screen tourism campaign, "Starring Great Britain", which showcases the UK’s rich film and television locations to inspire overseas visitors to explore destinations beyond London. The campaign highlights major productions set in the region, such as Peaky Blinders, helping to raise the profile of local cultural and heritage attractions with international audiences.

To showcase Britain’s visitor offer and generate new business opportunities, VisitBritain led the tourism delegation to Greater Together Los Angeles in May 2026. Regional partners, including the West Midlands Growth Company and the Caledonian Sleeper, participated in the mission, with the latter promoting its enhanced connectivity through Birmingham International.

VisitBritain also works closely with international travel trade partners to secure regional destinations on global travel itineraries. In January 2026, the West Midlands hosted travel trade buyers from Brazil and France, providing first-hand experience of the region’s visitor offer. The programme showcased a range of cultural, sporting and heritage attractions, including the Black Country Living Museum, Dudley Canal and Caverns, Birmingham’s Jewellery Quarter, Villa Park, Shababs restaurant in the Balti Triangle, and Birmingham Museum and Art Gallery.